Slogans, while slightly less important than your business’s name, play a vital part in creating your business’s image. A successful slogan has three qualities: It’s easy to remember, it evokes an image about your business and it’s different than a competitor’s slogan. A strong slogan helps people remember your business and gives new customers a brief rundown about your business. It also helps separate you from your competitors.

Capture your business in one phrase or sentence to emphasize its primary goal. For example, suppose you run a tire supply store and your goal is to sell the largest variety of tires in the county. One of your starting ideas for a slogan could be “You won’t find a bigger selection anywhere else.”

Highlight something unusual about your business or something that isn’t standard at your other competitors. Tie that in with your starting slogan. For example, suppose you run a tire shop and you rotate tires in five minutes or less. You could revise your starting slogan to say “We offer the largest selection and five-minute tire rotations.”

Revise your slogan to make it catchy. The key is to edit your slogan so that it’s simple, easy to remember and creates a strong image for your business. For example, “Large selection, five-minute rotation guarantee and great service." is catchier than “We offer the largest selection and five-minute tire rotations.” It’s more refined.

Tip

Avoid vagueness. Unless your business is well-established, your slogan needs to hammer home the point of your business.